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The Tranformation from Custom Publishing to Content Marketing

By Joe Pulizzi | Published: October 19, 2008

Big thanks to David Spark at the Be the Voice blog/podcast for putting together this audio interview with me about custom publishing trends.  It’s hard to believe we chatted for more than a half hour about this important topic.  David not only put together the podcast, but wrote a synopsis about our conversation. Truly worth the read.

Some of the key points we talked about included:
  • Produce content about and for your customers, not for your own needs.
  • Be the media rather than surround someone else’s content.
  • Custom publishing is all about storytelling.
  • Learn the art of storytelling, or find someone who can.
  • Before you start a custom publishing effort, decide how you are going to measure it.

Thanks again to David for putting this together. As we learned on the call, David and I share a lot of the same feelings toward marketing.

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  • http://www.brittonmanasco.com Britton Manasco

    Joe,
    Am in the middle of your book and am very much enjoying it. You are truly doing some pioneering work here. It will be interesting to see how quickly companies can (or will) turn themselves into publishers. I’m wondering how much of the operation you think they can outsource 00 and how much they shouldn’t?
    Britton Manasco
    Illuminating the Future

  • http://www.junta42.com Joe Pulizzi

    Thanks Britton…let me know what you think of the book when you are done.
    You ask an important question. I think what’s going on in the economy and with marketing in general will get marketing executives to really look at how to operationalize all of marketing, including their content efforts. The next five years will be full of daily change.
    Short term, I believe they will outsource, while over the long-term I believe they will build up their internal content team.
    Thanks Britton
    Joe